What the Internet of Things means to marketers

Wondering what comes next after PC and mobile connectivity? Then ponder no longer: The future of the Internet is everything.

“It’s a massive blurring of the edges where the Internet industry is wondering what is possible if anything is connected to the Internet,” says Phil Morle, CEO of tech startup incubator, Pollenizer. “This is the next platform wave after PCs and mobile. Now it’s going to be stuff.”

Helpfully, the tech world has provided an all-encompassing name for this trend: The Internet of Things. On the personal front, the IoT includes wearables like fitness bands, smartwatches, earphones with sensors and head-mounted displays. All of these are capable of recording and transmitting data about a user’s health, location and more.

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You may have heard of ‘bright shiny object syndrome’. The term is used to describe new initiatives undertaken by organisations that either lack a strategic approach, or suffer from a failure to effectively implement.

The technology I'm talking about here is data and marketing automation. Current digital marketing methodology, much as it is practiced at Bluewolf, dictates the need for a strategy that does four things: Finds the right audience, uses the right channel, delivers the right content, and does all of that at the right time.

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